With its biggest sales event looming, Amazon is alerting consumers about its July 12-to-13 Prime Day discount extravaganza by rolling out several Prime member-only initiatives.
They include the Lord of the Rings Prime Video series, an Ultimate Crown gamer competition, a free-year deal on Grubhub+ memberships and its exclusive Thursday Night Football coverage, which incudes bargains on licensed home merchandise and electronics.
The Amazon promotions emphasize Prime membership benefits as Prime Day comes into view for customers awaiting discounts.
According to a study by Numerator, almost half of Amazon shoppers are aware of Prime Day more than two weeks in advance of the event. As of June 24, 47% of Amazon shoppers knew the dates of Prime Day 2022, and 28% said they were informed on the date Prime Day was announced, the market researcher noted. Prime Day awareness is significantly higher than that for Walmart+ Weekend, as 33% of walmart.com shoppers said they were aware of the sale event as it was taking place. The majority of consumers learn about Prime Day through Amazon’s site, mobile app, or marketing emails, at 73%, but 22% said they heard about Prime Day on social media platforms.
Among those aware of Prime Day 2022, 65% said they plan to participate in the event, and another 30% said they might shop on Prime Day. One reason consumers will shop the event is to jumpstart back-to-school and holiday shopping, with 22% of Prime Day shoppers saying they plan to buy gifts for birthdays, anniversaries and other special occasions, 18% planning to buy gifts for the holiday season and 10% intending to buy back-to-school items. In addition, among consumers planning to shop on Prime Day, 17% say they plan to buy higher-priced items that they would only purchase on sale, Numerator pointed out.
In anticipation of the Prime Video series launching on September 2, The Lord of the Rings: The Rings of Power, Prime members globally can enjoy 48-hour advance access to a 60-second exclusive sneak peek. The company indicated it has surprised lucky Prime members from around the world with an opportunity to attend the London Global Premiere of The Lord of the Rings: The Rings of Power in August.
On July 9, from 7 to 10 p.m. eastern time, Prime members can tune in to Ultimate Crown on Twitch.tv/Crown and Prime Video to watch MrBeast and Ninja battle it out in League of Legends with an all-star lineup of gamers and content creators appearing live from the Las Vegas HyperX Arena, the company maintained.
Prime members in the U.S. can enjoy a free, one-year Grubhub+ membership with no food-delivery fees on eligible orders.
Ahead of the first exclusive Prime Video Thursday Night Football game kicking off on September 15, Amazon is offering members a package of Prime Day savings a week early, the company stated. Deals range from home entertainment devices, including Fire TV smart TVs, to fan gear for members to prepare their living rooms and get ready for game day. An NFL shop link on a dedicated amazon.com Thursday Night Football page clicks through to products including, jerseys, towels, home decor, water bottles, folding stools and tables, five-piece knife sets, and grilling tools, among other items, all sporting team logos.
“Being the first to watch a sneak peek of one of the most highly anticipated shows of 2022 or ordering your favorite takeout while watching a football game on a TV you snagged for a great price, that’s the promise of Prime, and there’s never been a better time to take advantage of all the membership has to offer,” said Jamil Ghani, Vice President of Amazon Prime. “Prime already delivers great value for members. These new exclusive offers and experiences show how a single Prime membership unlocks a whole world of potential.”
